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Refocusing marketing to reflect practice: The changing role of marketing for business

Patrick McCole (University of Otago, Dunedin, New Zealand)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 August 2004

Abstract

Presents a conceptual discussion concerning the academic/practitioner divide in marketing. States that the marketing concept and the way we teach marketing needs to be refocused to reflect practice. Presents two new developments in marketing that are ideal candidates for narrowing the gap between academia and practice. These are retro‐marketing and experiential marketing.

Keywords

Citation

McCole, P. (2004), "Refocusing marketing to reflect practice: The changing role of marketing for business", Marketing Intelligence & Planning, Vol. 22 No. 5, pp. 531-539. https://doi.org/10.1108/02634500410551914

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited